work

gfny

GREEN AND BLACK

GFNY (or Gran Fondo New York) started as a fledgling "cycling marathon" in 2011. Since then it has grown into a cycling empire with over 17 franchisees in countries from Israel to Indonesia. The simple green and black branding has become iconic in the cycling world, unifying all of the different events and assets such as road signs, jerseys event posters, car wraps, ads, videos and websites into a instantly recognizable brand. Each year the new version of the kit, a variation of the green and black stripes, is revealed at an event in Times Square and the subsequent branding of each event follows suit. This serves as a brand refresh while remaining instantly recognizable as GFNY across all of the events.

LeMond

Updating a classic

Working with Greg LeMond to rebrand his company from the ground up is a dream job for anyone who loves American cycling and his classic brand. First we created new identities for the company, the "Washoe" steel bike and the Revolution trainer.

Then the paint scheme for the bike itself: orange and blue highlights with all new branding. The bike received rave reviews: “The Washoe had us drooling,” Men’s Journal gushed. “I love the way this bike looks and the way it rides.”

Then we designed a new website that included an extensive history section that highlights LeMond's own collection of photos from his racing career, with the addition of a modern bike builder that allows customers to configure and order bikes online. Once the site was finished we created animated gifs for Google and Facebook ad campaigns, as well as a print ad for Bicycling and trade show magazines along with box covers, instruction manuals and marketing materials.

NYC velo

Iconic hangtags

NEIGHBORHOOD BIKE SHOPS THRIVES ON AND OFF LINE

IDENTITY DESIGN | DIGITAL MARKETING | KIT DESIGN | EVENTS

NYC Velo started as a small bike shop in the East Village of NYC and has opened two other shops and a thriving online store, despite a challenging retail climate. Most bike shops don't think about what differentiates their shop or brands, but we sought to capitalize on the location and its storied history. We wanted to associate the brand with downtown NYC, since the shop is two blocks from the old CBGB's and luminaries such as Basquiat, the Ramones and Keith Haring lived in the neighborhood. We made stickers, hangtags, bags and a line of clothing to reflect their colorful location. After each new line was produced we staged equally imaginative photo shoots. We produced books and posters for the shop and a barge of images online to give the flavor of NYC Velo cycling.

Jersey sales are up over double what they had been. Each jersey sale has the added bonus of promoting the store, often on the customer's social media.

Because of their thriving presence in the online cycling community and their east village inspired jerseys and accessories, they are selling downtown NYC cycling to new fans all over the world and cycling enthusiasts who visit NYC now make a point of visiting the store.

In-store poster

eddy merckx

EDDY MERCKX RACES ACCROSS AMERICA

BRANDING | EVENTS | PROMOTIONS

Initially hired as a brand consultant when Merckx was bought by an investment group. We planned a campaign to re-identity Merckx as The Belgian brand and update the graphics to recall their incredible heritage.

In the next phase we were contracted to increase the visibility of the Merckx brand in the US. We began by starting a successful grassroots social media campaign in the Northeast that provided a successful model that other regions could easily follow. We arranged to have the bikes prominently displayed in influential bikes shops and made them available to test ride.

We teamed up with our friends at 230 5th Ave Rooftop Bar to throw a gala event for the debut of the groundbreaking Merckx 525.

hincapie

#ridehincapie idnetity

Hincapie Sportswear

IDENTITY DESIGN | KIT DESIGN | ONLINE PROMOTIONS

We have a long history of working with the Hincapie family. helping to launch the #ridehincapie hashtag creating the identity and special kits for the brand ambassadors

Designing pieces for the retail collection

Design for the Richmond Worlds event

The Hincapie ambasodor program

Hincapie retail kits

Hincapie Ambassador kit

rapha

A little help for our friends at Rapha RCC

IN-STORE PROMOTION | SPORTSWEAR DESIGN

Rapha is nothing if not an excellent example of growing a company through brand identification and marketing. They have quickly become one of the most recognizable brands in cycling and one of only a few that truly can be called lifestyle brands. They approached us to put on a show in their flagship SOHO shop to raise interest during the winter. The show, entitled "Somebody's always faster than you," consisted of custom-painted bikes, posters, paintings and kit design. It ended up being the second most well-attended event in the NYC Rapha Cycle Club's history, after their grand opening. Over 600 people attended, many of whom had never been to the shop before.

transportation alternatives

What is Streetopia?

EVENT DSIGN | VIDEO | IDENTITY DESIGN | SPORTSWEAR DESIGN

"Imagine streets where people are prioritized over cars. Where pedestrians, cyclists, and transit users can move about safely and efficiently. Where neighbors can meet. Where communities can flourish."

Streetopia is Transportation Alternatives "moonshot" project that challenges New Yorkers to imagine a city with virtually no cars. We created a three-minute animated film to explain in a visual way how this dream can work. The video premiered to a crowd of over 400 influential people at a gala event at the Museum of the City of New York, and continues to spread online. The video helped to galvanize support by simply explaining what cities can accomplish if we don't follow the status quo in urban planning.

i challenge myself

Getting kids back on bikes

IDENTITY DESIGN | EVENT PLANNING | RASING MONEY | KIT DESIGN

We are proud to partner with I Challenge Myself, an important charity program in NYC that puts kids in underserved communities on bikes. Kids become confident and work up to a 100 mile ride, for many the furthest they have been from their homes and something they couldn't have conceived of doing a few months before attempting it.

Events

We have contributed by building ICM a website, designing identities and jerseys for the kids. We have also organized several fundraising events that appeal to our cycling community.

So far we have had dinner with Greg LeMond and City Winery, put on a ride with George Hincapie, and a roller race with Floyd Landis. In the past three years we have partnered with the NYCC, the largest cycling organization on the east coast, and they have contributed generously with the proceeds from their signature event Escape NY. So far we have raised over $80,000 for these incredible programs.

patch.com

VIDEO/ANIMATION PROMOTION | IDENTITY DESIGN

Patch is a hyper-local news app. Since they tend to have traction in rural areas, they enlisted us to use cycling, both online and in the street, to help promote the app in NYC. First we designed a jersey that advertised Patch. Thirty very visible moving billboards who ride fifteen plus hours a week are now constantly being asked about Patch. The cyclists are all are active Social Media users who often posts pics of themselves using hashtags #findyourpatch and #getonthepatch.

To further promote the app, we developed the Apper Boy, an animation about a modern day paperboy who throws the virtual app to people's phones and saves the day (video above).

poseur sport

THIS IS WHERE WE PLAY

Designing for teams, events and straight to consumers all over the world our PoseurSport brand has a large social media presence with over 15,000 followers on Facebook, Instagram, Pinterest and Tumblr. PoseurSport has designed jersey for MoMA (above) intelligentsia Coffee, RockStar Games, profesional cycling Team Airgas, La Sweat, Pfizer, the Richmond World Championships, national champion Daniel Holloway, Chris Horner as well as retail kits for many brands like Hincapie, LeMond, Verge, Capo, Castelli, Starlight and Panache.